You have to think about your goals, aspirations and what you wish to achieve from Facebook or Instagram. The results from either Facebook and Instagram marketing campaigns are highly subjective. The different features and target audiences mean that what works better for your business or brand may not work so well for others. The data and the information within the article should help you decide what social network works best for you.

Facebook and Instagram are two behemoths in the social media marketing landscape. The rapid growth of Facebook from being a online platform to connect with friends and family to be one of the most popular media business network is nothing short of fascinating.

With Facebook acquiring Instagram in 2012 from Kevin Systrom, it’s the new kid on the block when it comes to social media marketing but it has grown in leaps and bounds in terms of connecting brands with millennials and Generation X and Y.

But which social media networks work best for your business or can you afford to be on both? The below insights should help you answer just that. Let’s find out:

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  • Reach:

Instagram to date has more than 250 million daily active users. Did you know, Instagramers over the age of 25 spend more than 32 minutes a day on Instagram. Over the last month, over 50% and 1 in 5 businesses on Instagram get a direct message.

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Instagram marketing

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  • Engagement:

Compared to other social media networks such as Facebook and Twitter, Instagram has the better audience engagement rate. Users on Instagram share more than 95 million photos and videos daily. These posts double tap to the tune of 4.2 billion likes in a single day. People on Instagram stay 45% longer than visitors from Facebook. Ergo, website visitors redirected to Instagram spend an average of at least, 192 seconds on a post.

A better suggestion for businesses on Instagram is to use a custom audience who have actually interacted with your profile in the past year. Facebook now has the ability where you can select the time period all the way up to the past year i.e. 365 days.

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Let’s move on to Facebook now:

Facebook is the king of content marketing and the platform has 2 billion monthly active users. If you wish to kick-start a brand or a business, Facebook is the way to go when it comes to high visibility. In fact, Facebook changed its mission statement from ‘Making the world more open and connected’ to ‘ giving the people the power to build community and bring the world closer together.’

  • Reach

With Facebook at the apex of content marketing, businesses must make sure to use a variety of content formats to market their business such as images and video for better engagement and click-through rates. As per the latest report by Locowise based on the information gathered in June 2017, 15.53% of pages used paid Facebook Advertising for 36.51% of their total reach. Photos reached 10.49%, videos reached 11.08% and links only 6.66%. It’s important to therefore post videos too because they get a lot of organic reach and with Facebook’s latest product within the network called Facebook Watch, this number will likely to grow exponentially.

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  • Engagement:

The social network with a record number of active audience engagement rate of 2 billion, Facebook is the most popular social network in the world. Among its demographic, 72% use the platform. 77% of Internet users are female and 66% of male Internet users are active on Facebook.

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With an ad revenue of $6.82 billion and with each of the users worth $15, Facebook ads as per commercial studies perform better than web ads. Facebook desktop ads have an 8.1x higher click through rate while mobile ads have a 9.1x higher CTR (Source:


Instagram compared to Facebook has better engagement rates and you can compare with the number of average likes on both platforms. Instagram is for visual expression of brands and Facebook for conversation and visibility. Therefore, the best type of brands that would work on Instagram would be based in FMCG, Fashion, Entertainment and Travel. While the other gamut of brands would work best on Facebook due to its higher reach. It’s important though to measure the ROI of your digital marketing campaigns. Reach out to us to find out what marketing campaign is the right fit for your brand or business.

social media marketing